Advertisers sometimes see fewer conversions on the platform than they expected and worry sales are being lost. Often the difference is deduplication: the same order reported twice is counted once.
Why orders get reported twice
- The customer reloads the thank-you page.
- The order is reported by both the tag and a postback.
- The shop sends the order again when its status changes, for example from pending to paid.
- Two tracking tools on the same page fire for the same order.
Counting each of those as a new conversion would make campaigns look better than they are, and teach optimization the wrong lessons.
How dedupe works
The order is matched to the click that brought it and counted once, and that single conversion is sent back to the channel. The Tracking & Attribution page shows it in the health check, for example "six repeat orders counted once".
What advertisers should check
- Send the order ID with each conversion. Dedupe relies on a stable ID per order.
- Compare like with like: unique orders in the shop against conversions on the platform.
- Look at the health check, which shows how many repeats were removed.
If numbers still differ
A gap after dedupe usually comes from missing tags, consent choices or redirects that drop the click ID.
Related: Platform numbers don't match my tracker or analytics · The conversion health check